Professional Documents
Culture Documents
Vinit Vashishth
Shahbaaz Ahmed
Aditya Khurana
Asmita Sinha
Piyush Sharma
Company Overview
Coke re-entered India in 1993
The CEO of the company is Muhtar Kent, with its global headquarter in
Atlanta, Geogia.
Coke India comprises of:
Coca-Cola India
Hindustan Coca-Cola Beverages
Franchisee bottling operations
Coke globally serves 500 brands in 200 countries @ 1.7 billion servings per
day
Operates a franchised distribution system (1889)
Market Cap: $167.25 Billion (Global)
Brief History
Up till 1977, Coca-cola was the leading soft drink brand in India.
But due to norms set by the Foreign Exchange Regulation Act (FERA), CocaCola left India and did not return till 1993 after a 16 year absence from the
Indian beverage market.
FERA needed Coca-Cola to reveal its secret concentrate formula as well as
reduce its equity stake which was not acceptable.
Pure drinks, Delhi launched Campa-Cola, to take advantage of Cokes exit
and by the end of 70s, was the only Cola drink in the Indian market.
In 1980, Parle, another major Indian player launched ThumsUp.
For over a decade, Parle led the Indian soft-drinks market, with its market
share reaching a peak of 70% in 1990.
Entry Strategy
Coca-Cola got the permission to enter the country with a 100 per cent unit
in India.
On September 22, 1993, the company bought out the Parle brands.
As an entry strategy, CCI took over Parle Foods.
Over a period of time, CCI also bought certain bottling units that earlier
belonged to Parle or individual distributors.
With the entry of Coke, CCI decided not to promote the cola brand they took
over
As a result, Cokes market share (Coke + Thumps Up) fell to nearly 55%.
After 3 years of incurring losses, CCI finally took a decision to re-launch
Thumps Up. This strategy paid off and today almost 59% of the market is
governed by CCI.
Mission
The Coca Cola Company creates value by executing
comprehensive business strategy guided by six key beliefs:
1. Consumer demand drives everything we do.
2. Brand Coca Cola is the core of our business
3. We will serve consumers a broad selection of the nonalcoholic
ready-todrink beverages they want to drink through out the
day.
4. We will be the best marketers in the world.
5. We will think and act locally.
6. We will lead as a model corporate citizen.
Values
LEADERSHIP: The courage to shape a better future
PASSION: Committed in heart and mind
INTEGRITY: Be real
ACCOUNTABILITY: If it is to be, its up to me
COLLABORATION: Leverage collective genius
INNOVATION: Seek, imagine, create, delight
QUALITY: What we do, we do well
Vision
PROFIT: Maximizing return to shareowners while being mindful
of overall responsibilities.
PEOPLE: Being a great place to work where people are inspired
to be the best they can be.
PORTFOLIO: Bringing to the world a portfolio of beverage
brands that anticipate and satisfy peoples Desires and needs.
PARTNERS: Nurturing a winning network of partners and
building mutual loyalty.
PLANET: Being a responsible global citizen that makes a
difference.
Product Specifications
Targeting-
Competitors
Organizational Structure
Chair Person
G.M.
Marketing
Manager
Accounting Dept.
Shipping Deptt.
Factory Manager
Marketing
Manager
Production
Manager
Quality
Control
Sales Manager
O/S
Sales Officer
Sales Manager
(Base)
Sales Officer
Sales Supervisor
Sales Supervisor
Sales Man
Sales Man
Distribution
Officer
Mechanica
l Engineer
Shipping
Manager
Shipping Officer
Personnel
Manager
Shipping
Rewards
Distribution
Area wise distribution & promotion schemes
Focus on high traffic locations
Railway stations , Bus Stands
Manufacturing Plant
COBO
Primary
Direct
FIFO
Secondary
&
Ready
Stock
Retailers
Tertiary
Customers
3 Day
Inventor
y
Home Delivery
Agent
Manufacturing Plant
Indirect
Secondary
Distributors
cover:
Distributors
Secondary
500-600
outlets
Retailers
Tertiary
Customers
FOBO
Logistics
1. Average Order Size
2. Order Placement
3. Transit time
4. Order Frequency
5. Inventory maintained
6. Technology
7. Mode of Transportation
8. Expenses
9. Warehousing
10. Stock keeping responsibility
. Functions & Problems of Distributors
SWOT Analysis
Strengths
Weakness
Opportunities
Threats
Worlds largest
brand
Negative publicity
Acquisition intense
competition
Intense
competition
Large scale of
operations
Robust revenue
growth
Dependence on
bottling partners
Thank you